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Opinion Uncategorized

New product launches fail because they aren’t given the time to grow

Jon Evans

System1’s Jon Evans looks at 10 years of data in the soft drinks category and explains why the few successful new product launches survived in the long term.

16 Mar 2023 7:30 am
News Uncategorized

Very’s CMO on harnessing a ‘huge’ amount of data to bring more meaning to the brand

Michaela Jefferson

As online retailer Very launches this year’s spring campaign, new CMO Jessica Myers outlines the considerable insight behind it and how she plans to boost business growth.

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16 Mar 2023 7:00 am
News Uncategorized

‘Returnerships’ and tax reliefs: What does the 2023 budget mean for brands?

Niamh Carroll

After announcing tax reliefs for the creative sectors, the chancellor laid out plans to fill the UK’s job vacancies by supporting the older workforce and mothers. However, there was no mention of reforming the Apprenticeship Levy.

15 Mar 2023 3:19 pm
News Uncategorized

All In Census returns to measure marketing industry’s progress on inclusion

Michaela Jefferson

The marketing industry is once again encouraged to “stop the clock, take 15 minutes and have your say”, with the backing of leaders from the likes of Boots, Specsavers and Channel 4.

15 Mar 2023 11:48 am
Marketing skills
Analysis Uncategorized

Why marketers believe social media is overrated

Molly Innes

From issues around measurement to lack of authenticity, why do marketers think social media is the most overrated skill by businesses?

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15 Mar 2023 7:00 am
netflix
News Uncategorized

Netflix on encouraging ‘honourable’ failure to drive innovation in market research

Niamh Carroll

Marketers and researchers should be given the freedom to test the waters with new ideas, the brand’s insight director argues – but their work has to be tied to business outcomes.

14 Mar 2023 5:28 pm
News Uncategorized

Coca-Cola’s insights director: Marketers are often too ‘in the weeds’ to act strategically

Niamh Carroll

Brands must ensure marketers have time to use both data and human insight to build out a long-term strategy, research bosses at Coca-Cola and Philips argued on a panel today.

14 Mar 2023 3:22 pm
Tom Fishburne
Cartoon Uncategorized

Marketoonist on Maslow’s hierarchy

Tom Fishburne

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

14 Mar 2023 11:10 am
Analysis Uncategorized

What to consider when setting up an apprenticeship

Matthew Valentine

From assigning tasks and lines of report to finding the right time for training and the need to go back to basics, there are many things brands must bear in mind when taking on an apprentice.

14 Mar 2023 7:04 am
1 Comment
Analysis Uncategorized

The law of brand user profiles: The sharpest nail in the coffin of hyper-targeting

Jon Lombardo

Data shows B2B brands, like B2C, generally serve the same customers, which demonstrates the wisdom of marketing to every buyer in your category.

14 Mar 2023 6:40 am
Willow Castle Green MW Awards
Analysis Uncategorized

How one housebuilder ‘teleported’ customers by revamping its digital experience

Marketing Week Reporters

Castle Green Homes’ digital transformation project invited customers to step inside their new home via a bespoke online portal, designed to take the stress out of buying a new house.

Analysis Uncategorized

Exploitative vs empathetic marketing: How choosing the right moments can define campaign success

Tom Stone

Real-time reactive communications, far from being intrusive, can be key to offering support to your target consumers at the moments when it is most valuable to them.

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News Uncategorized

Former Burger King CMO Fernando Machado on moving into a ‘scrappy’ startup role

Michaela Jefferson

Speaking to Marketing Week, Machado explains how he plans to take his experience marketing some of the world’s biggest brands and use it to drive growth in a plant-based startup.

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13 Mar 2023 11:50 am
Morning coffee
News Uncategorized

Three, Mars, Women’s World Cup: Everything that matters this morning

Marketing Week Reporters

Good morning and welcome to Marketing Week’s round-up of the news that matters in the marketing world today.

saga
Analysis Uncategorized

Why Saga believes expanding its media business will help it reach ‘superbrand’ status

Niamh Carroll

The company’s new media brand will help Saga to forge more frequent and longer-lasting relationships with existing customers , says media CEO Aaron Asadi.

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13 Mar 2023 6:55 am
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